6 THE MARKETING OF WHOLE MILK 



Elaborating on the above table as it applies to the 

 38,899,875,000 pounds consumed as fluid milk, we have 

 the following: 



Table II 



On the basis of this estimate 44.34 per cent of the fluid 

 milk is consumed on the farms producing it and does not 

 enter into commerce at all. In small towns and on farms 

 having no dairy cows, 24.63 per cent is consumed; in which 

 instance there is no marketing problem, for the milk is ob- 

 tained either from a neighbor or from some producing 

 milkman who makes daily personal visits directly to the 

 consumer. It is, then, only the 31.03 per cent consumed 

 in our cities which is the object of so much contention; and 

 this 31.03 per cent of the milk consumed in fluid form con- 

 stitutes only 13.73 per cent of the total production of 

 87,905,512,000 pounds. 



Section 2. Peculiar Place of Milk in Our List of Wants 



One of the principal reasons why the milk question has 

 been so prominently before the public is the fact that milk 

 occupies a peculiar place in our list of wants. Its 



